Success on Social Media is Not Mathematical. It’s Biological.

By Spencer X. Smith

I like to start many of my presentations by asking the audience for their reaction to this statement: Social media is more biological than mathematical.

They immediately make the connection. “When you’re posting and interacting on social media, you are interacting with people,” they answer.

You may have read a dozen “How To” articles about cracking the algorithms — which sound very mathematical — of any social media platform, but at the end of the day, you’re communicating with people.

And as people, social media users are prone to one very natural, very biological tendency:

They forget things. They forget people.

Memories have a biological half life. If someone sees you or sees something you post, there might be a 50 percent chance that they’ll think about you during the next week. The second week? Maybe a 25 percent chance. The likelihood of your connections thinking about you drops dramatically from the point when you last communicated with them, unless you give them a new reason to think about you.

At any given moment, you can be sure of one thing: Either your prospective clients are thinking about you or they’re not thinking about you.

Well, duh. But think about it. If they’re not thinking about you, there’s a 0 percent chance that they’re going to call you when they face a problem.

Social media is a great way to make your clients think about you.

Before social media, this was a lot harder.

I used to work in sales for a Fortune 500 company before social media had taken off. I lived in Madison, but my first sales territory was Indiana. Eventually I graduated to Chicago, and finally I got home to Wisconsin. I kept the same phone number with each jump. I had made a habit of calling my clients regularly, and through my time in each territory I developed many working relationships.

But each time I moved on to the next territory, I rarely – if ever – heard from those connections again. My contact info was the same, but since I wasn’t calling them, they forgot about me. Since we didn’t have social media, the only way for me to contact them would be to use work time that was reserved for my current territory, or to use my personal time that was reserved for my family and personal friends. Had social media existed back then, it would have been a lot easier to maintain those business relationships.

Social media offers you the chance to become famous. All you have to do is be consistent.

When I was a kid, if you had asked me to name five famous people, I probably would have listed a few actors, a few major league baseball players (like Robin Yount), and the president of the United States. And a lot of people my age would have named the same celebrities. At the time, the number of people who could become famous was finite. Either you were an actor, a professional athlete, or you were Go to the full article.

Source:: Business 2 Community

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